In an effort to do our bit to help our clients and community during the COVID-19 pandemic we have set up a free virtual helpline for marketers, communicators, creatives and business leaders to give you a platform to ask your questions – big or small. So far we’ve received questions about media and press release strategies, alternatives to event marketing, how to communicate with employees, whether to join the hoards doing email, webinar and other forms of digital marketing, how to approach high-value complex sales engagements that are usually done in person in various countries over several quarters….the list of questions is growing.
We’re making sure each person who submits a question gets an answer tailored to their business or situation. We’re also making the questions anonymous and posting them into the Q&A list on our website for all to see. The intent here is to help as many people as possible – no strings attached.
The COVID-19 Comms and Marketing Questions and Answers so far
Email is still among the most valuable communication tools. There are external influences reflecting the downturn in open rates, however as long as your content is valuable you should continue to send them out. Value is the key. Listen to your audience by the numbers and conversations you have, gear your content strategy to meet their needs.
Also, your unsubscribe rates are really important, it helps you understand your true audience. People have time to clear out their inbox, so don’t be too disheartened when your numbers start to decline.
Overall, don’t do the hard sell and keep it relevant and true to your brand.
We don’t think so!
Don’t write yourself off, you can still demonstrate your value with clever documentation – bring your business objectives and KPI results to the forefront of your case. Articulate how you are truly adding value and what deliberate decisions you made to improve core business activities.
The most important thing is to keep your brand promise.
Focus on the purpose that you’re delivering on and why your customers and users should keep coming back to you.
Personal human experience is emphasised and easily recognised through video – messaging comes across more genuine and authentic from a champion and believer of your brand.
Dive into your data! Recognise where the majority of your revenue comes from and focus on service delivery across the most effective channel based on your analytics. Localise with Google Ad spend, or segment your EDM messaging to suit the most engaged user lists or consumers geographically.
Get close to your CFO and technology team, talk about necessity. If there is a need to run lean for while, turn off what’s not working!
Get an understanding of everyone’s skills and their way of working.
Develop your overall team goals. e.g. Always putting the customer first in decision making.
Understand the value of a multi-disciplinary team structure or Subject Matter Expert (SME) teams.
Work out whether Agile is the right delivery methodology for your business by researching it’s advantages.
Read SPRINT Marketing for shorter iterative solutions: https://www.thesprintbook.com/
Or read an excellent overview of GOV.UK Service Manual on Agile delivery